Altenar sportsbook helps Wildz Group add sports without diluting casino brand

Altenar powered Wildz Group’s sportsbook launch in 2024, delivering steady multi-million euro betting volumes month over month while preserving the operator’s casino-first player experience. The project used a tailored implementation of Altenar’s flexible sportsbook, combining product customisation, regional trading expertise and structured onboarding to align with Wildz’s brand and audience.

Product approach for a casino-first operator

Altenar configured the sportsbook around Wildz’s existing proposition rather than supplying an off-the-shelf vertical. The implementation included a mix of player-facing features and operator-level controls:

• Custom Bet of the Day to support the operator’s brand proposition

• Bet Builder and cash-out to increase engagement

• Daily streaming and tailored bet boosts to drive acquisition and reactivation

• Regional trading expertise with dedicated Nordic specialists to align the offering with local preferences and competition schedules

Altenar’s structured onboarding process was used to integrate the sportsbook without changing the operator’s casino experience. The sportsbook was shaped to prioritise the markets and sports relevant to Wildz’s audience while retaining the look and feel that had established the brand in casino. The casino experience remained central to the player journey throughout the rollout (casino).

Commercial performance and player metrics

Wildz recorded consistent high-volume turnover, described in Altenar’s account as steady multi-million euro betting volumes month over month. Sportsbook margins maintained double-digit yields, indicating the vertical operated at healthy profitability relative to typical sportsbook economics.

Activity and acquisition rose sharply around major sporting periods. Unique Active Players increased by over 100% within a two-month span, and new customer acquisition spiked by nearly 150% month-over-month during peak sports windows. Those surges underline the cross-sell and reactivation potential Altenar says its product delivered for a casino-first operator.

Implementation and market fit

Altenar emphasised tailoring rather than a standard product handover. Regional trading teams were tasked with localising markets and odds to match player expectations in target jurisdictions, and promotional mechanics were configured to reflect Wildz’s promotional strategy. The vendor framed these elements as central to allowing a casino-led brand to add sports betting without undermining existing customer experiences.

"This experience highlights the value of flexibility when expanding beyond the casino," said Mitchell Harrison, Sales Director at Altenar. "The objective is not simply to add sportsbook functionality, but to build an offering that supports the operator’s brand, audience and growth plans."

Altenar positioned the combination of customisation, local market expertise and a stable technical foundation as the core enablers of the project. The vendor’s structured onboarding reduced operational friction, enabling Wildz to introduce the new vertical while maintaining its incumbent casino product.

What the case demonstrates for operators

The Wildz example shows a path for casino-first operators to add sports betting through a configurable sportsbook rather than a uniform, out-of-the-box solution. Altenar presents its flexible sportsbook as a toolkit allowing operators to select features, markets and trading support that match their strategy and target markets.

Operators evaluating sportsbook providers will note the concrete results cited by Altenar in this engagement: multi-million euro monthly volumes, double-digit margins, and dramatic increases in active players and new customer acquisition during peak periods. These metrics formed the commercial rationale Wildz used to justify adding the vertical while preserving its core casino offering.